The UK’s Advertising Standards Authority (ASA) just banned Natalie Portman’s mascara ad for Dior after one solitary objection.The complainant? None other than makeup competitor L’Oreal.
In February 2012, Britain’s ban-happy ASA censured L’Oreal’s Revitalift Repair ad for making the anti-wrinkle cream’s effects appear “misleadingly exaggerated” due to excessive Photoshop touch-ups on model Rachel Weisz’ face.
So when L’Oreal saw Portman’s too-good-to-be-true lashes in Diorshow mascara ad, it had to blow the whistle.
Portman’s shoot was actually intended to promote a lipstick rather than mascara, but apparently her eyes looked so incredible that Dior couldn’t help itself … after, of course, deciding to digitally “separate/increase the length and curve of a number of her lashes and to replace/fill a number of missing or damaged lashes, for a more stylised, uniform and tidy effect.”
And so, even sans consumer objection, the ASA decided that the image could be misleading to consumers and pulled the plug on the ad.
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